The Relationship between Public Relation Officers’ Competency Factors and the Image of Suvarnabhumi Airport
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Abstract
This research aimed to examine personal information of passengers using the airport’s services at Suvarnbhumi Airport, competency factors of public relation officers, the imageof Suvarnabhumi Airport, and the relationship between personal factors, performance factors, and the image of Suvarnabhumi Airport. The research was quantitative research and 206 samples were collected focusing on public relation officers at Suvarnabhumi Airport. The questionnaire was validated based on the Index of Item Objective Congruence or IOC by three experts. The validity was between 0.67-1.00. The questionnaire was used to find reliability and the scale was 0.819. Statistics were used in order to analyze data using frequency distribution, percentage, mean, standard deviation, and correlation. The results found that overall competency factors were at a high level (M = 4.36), airport image was at a high level (M = 4.42). The relationship between competency factors and image of Suvarnabhumi Airport was positive at a moderate level (r = 0.499). When considering each component, it found that there was a relationship between value and competency factors at positively moderate level (r = 0.318). Therefore, the executives should pay attention to competencies of public relation officers by promoting and training continuously for the good image of organization from the public relation officers sustainably.
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References
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